Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...
Case solution
1. Brian Kearney
Case Solution
Part One: Statement
The Federal Emergency Management Agency (FEMA) faces a loss of profit
because Americans continue to believe that flood risks are not relevant to them.
Part Two: Issues
The public knows very little about flood risk zones. Property owners are
unaware they inhabit a flood zone.
Public trust in FEMA is low/decreasing. Research shows public trust in FEMA
is low and decreased after Hurricane Sandy and Hurricane Katrina.
Previous marketing efforts did not achieve goal. National Flood Insurance
Program focused solely on awareness and did not increase insurance growth.
Poor economic condition halts public spending. Property owners are hesitant
to purchase flood insurance because of the unstable economy.
Part Three: Audiences
Audiences Involved
Property owners age 35+ in high, above average and average risk flood areas.
This group will purchase flood insurance because they want to financially protect
their families.
Property owners age 35+ in below average risk flood areas. This audience
segment will purchase flood insurance because they do not want to risk not having
it should a flood occur.
Insurance professionals. This group will experience an increase in morale and
motivation for selling flood insurance.
The media. This intermediary group will supply the public with information
and resources, as well as portray FEMA in a positive light.
FEMA employees/volunteers. This group will act as brand ambassadors and
educate the public on flood risk while actively restoring trust in FEMA.
PR Approaches
Research:
Quantitative study to determine level of concern each audience segment feels
surrounding flood risk
Quantitative study to determine key opinion leaders for total audience
segment
Qualitative study to determine most effective executional framework for
total audience segment
Conduct quantitative studies to determine customer awareness post
campaign
Examine flood insurance sales post campaign
Message Content/Channel:
Target Audience Message
Content
Channel
Selection
Evaluation
2. Brian Kearney
Case Solution
High risk area
property owners 35+
Above average risk
property owners 35+
Average risk property
owners 35+
Protect your
family with
flood
insurance or
else you will
suffer when
flooded.
Direct mail, media
buying campaign,
third party
endorsements
through media
outreach, social
media.
This group
must be
scared into
purchasing
flood
insurance
because they
need it most.
Below average risk
property owners 35+
Why risk
leaving your
family
unprotected
if flooded.
Everyone
lives in a
flood zone.
Third party
endorsements
through media
outreach, media
buying campaign
and social media.
This group
will be
influenced by
messages
emphasizing
that no one is
safe from
flooding.
Insurance
professionals
You are a
hero
because you
protect
families
from costly
repairs due
to flooding.
Electronic
communication
and mandatory
orientation
videos.
This group
will aid in
educating
property
owners on the
importance of
flood
insurance.
Media Will serve as
intermediary
with general
public.
Receive campaign
literature, visuals
and footage of
FEMA press
conferences/relief
efforts.
Increase in
public
knowledge
surrounding
flood risk and
increase in
trust public
has for FEMA.
FEMA
employees/volunteers
You are a
hero
because of
your
affiliation
with FEMA.
Electronic
communication.
This group can
act as
intermediaries
with the
general public,
helping to
educate and
restore trust.
Partnership:
Partner with nationwide retailers to sell FEMA-branded emergency kits.
Partnerships will aid in restoring trust and be seen as a third party
endorsement.
